We power the mechanics behind your promotional marketing. Providing fully integrated fulfilment services that are intelligent and flexible enough to manage your ideas, growth and promotional objectives. Our multi-channel solutions provide a solid infrastructure for your project, whilst our history and experience allows you to benefit from what we have learnt over the last 10 years. retail Store marketing | shopper marketing Campaigns Khar
Consumers have changed, media has evolved and so have our solutions.
Our solutions to your activity include:
Ecommerce
On-pack promotions & competitions
Loyalty & Reward programmes
Customer helplines
POS – Collation & Distribution
Product Sampling
Contract packing
Database Management
Kitting & relabeling
Digital services
About Us
At Fulcrum, we consider ourselves the home of marketing logistics solutions, and have done so since we were established back in the ’s. As specialists in promotional marketing, large volume contract packing and customer service, we pride ourselves on our ability to help brands connect with their customers.
we are able to deliver agile, flexible and dynamic solutions for our clients. It’s for these reasons that we have maintained long-standing relationships with some of the mumbai’s leading brands. Our clients come in all different shapes, sizes and sectors which include retail, public sector, cosmetics & personal care, beverage, financial services and travel to name just a few. However, it’s our culture and values that set us apart from the rest, as working with Fulcrum means you are doing business with a trusted partner who puts your brand integrity at the forefront of everything we do.
At Fulcrum, we truly believe that having an empowered workforce helps us to deliver the best possible service for our clients, which is why we set up the Fulcrum Academy. The academy supports our employees in their quest for personal and professional development, it gives individuals who are ambitious and want to further their own skills and careers the opportunity to gain further qualifications. We offer a wide range of learning opportunities f to professional body qualifications, as we believe our staff are at the heart of the business and its success.
We’re more than just a marketing logistics partner, we’re your brand ambassadors. Working with you to ensure you deliver a customer experience to be proud of.
Marketing | Brand Activation | 
|
Putting It Together: Marketing Mix
Putting It Together: Marketing Mix
Synthesis
In this chapter you have seen how businesses use the marketing mix to gain market share, enhance the value of their brand, and attract and retain customers in order to increase revenue and profit. Let’s take a final look at this from the perspective of the most valuable brand in the world: Coca-Cola.
Coca-Cola is sold in more than two hundred countries around the world and represents nearly 43 percent of all carbonated beverages consumed in the United States annually. About 1.7 billion servings of Coke products are consumed every day. The products that Coca-Cola has used to capture the thirst of so many people go far beyond that iconic red can of soda. In fact, Coke makes so many different beverages that if you drank one per day, it would take you more than nine years to try them all. Coca-Cola has a product portfolio of more than 3,500 beverages (and 500 brands)—everything from sodas to energy drinks to soy-based drinks.[1]
The pricing strategy of Coca-Cola is what they refer to as ”meet-the-competition pricing”: Coca-Cola product prices are set around the same level as their competitors, because Coca-Cola has to be perceived as different but still affordable. Coca-Cola uses lower price points to penetrate new markets that are especially sensitive to price. They meet or beat the competition on price to raise brand awareness. Once the brand is established in the market, Coca-Cola repositions itself as the “premium” brand in comparison to its numerous competitors (Pepsi, for example). One way they accomplish this is by promoting a brand image of bringing intangible benefits in lifestyle, group affiliation, joy, and happiness . . . but the marketing strategy still focuses on an affordable premium product.
Coca-Cola has won a multitude of advertising industry awards for their innovative and effective promotional strategy. The promotionsthat Coca-Cola uses to further enhance its brand image and gain market share have included things like free hotel vouchers in Europe, Olympic sponsorship, the National Football League “Red Zone” promotion, and even “peel and win” stickers on Big Gulp cups at 7-Eleven.
Finally, the place, or distribution, of Coca-cola products is truly amazing.
What does this marketing mix result in for Coca Cola? The Coca-Cola brand is worth an estimated $83.8 billion. That’s more than Budweiser, Subway, Pepsi, and KFC combined.[4]
Summary
This chapter covered the marketing mix in depth and the strategies companies use to develop effective marketing plans. Below is a summary of the topics covered in this chapter.
Product Marketing
Product is the core of the marketing mix. Product defines what will be priced, promoted, and distributed. If you are able to create and deliver a product that provides exceptional value to your target customer, the rest of the marketing mix is easier to manage. A successful product makes every aspect of a marketer’s job more effective.
Pricing Strategies
When businesses make decisions about pricing, they can adopt profit-oriented pricing, competitor-oriented pricing, or customer-oriented pricing. Customer-oriented pricing focuses on the price-value equation: Value = Perceived Benefits – Perceived Costs. In order to increase value, the business can either increase the perceived benefits or reduce the perceived costs. Today’s marketing tends to favor customer-oriented pricing because it prioritizes the customer and the customer’s perception of value.
Place: Distribution Channels
Distribution channels cover all the activities needed to transfer the ownership of goods and move them from the point of production to the point of consumption. These activities can be organized as five important channel flows: product flow, negotiation flow, ownership flow, information flow, and promotion flow. While channels can be very complex, there is a set of channel structures that can be identified in most transactions: the direct channel, the retail channel, the wholesale channel, and the agent channel.
Promotion: Integrated Marketing Communication (IMC)
There are many different marketing communication methods that can be used in the promotion mix. Integrated marketing communication is the process of coordinating all the promotional activity across these different methods. In this course you learned about seven common marketing communication: advertising, public relations, personal selling, sales promotion, digital marketing, direct marketing, and guerrilla marketing.